A Study Of Digital Marketing Solution For ISUZU Mu-X

With the application and development on Internet and Mobile interconnection technology, consumer can grab information with more various ways. The traditional marketing methods, such as TV, newspaper and magazine, cannot satisfy the consumer anymore. Proposing and applying the concept of digital marketing makes up the shortcomings of traditional way. With the development of Chinese economy, more and more requirements of automobile will be from normal family. In the meantime, marketing inside the country continuously increases year by year, which makes the automobile market in China a battleground. Currently, the competition on the automobile is more and more intensive, accompanied by participation with joint venture brand, rising up with independent brand and localization with high-end luxury brand. In this situation, it is extremely important to implement digital marketing.The article is based on the SWOT analysis for mu-X product of Jiangxi Isuzu Motor Ltd. Key competitor comes out by market characteristics of SUV. And with market details of SUV and analysis of target users, product goals of the SUV can be confirmed. From the marketing science's perspective, there are four phases, including warming up, pre-sales, listing and consolidation for mu-X. Prepare the communication strategy and media plan for each phase. In addition to promotion via online Internet, constructing digital marketing platform is used meanwhile to implement the end to end service from online advertisement and collecting information of customer to real shopping in the store. In the end, by monitoring the progress of solution implementation, evaluation items can be clarified. Then resources, performance and financial security can be proposed.